A rare circa 1939 Gents’ Officers Rolex Rolco WW2 hand-winding cushion wristwatch. This stunning piece features its original Guilloche dial, factory signed “Viceroy Selfridge,” suggesting it may have been gifted to armed forces personnel by the Selfridge department store at the outset of the war in 1939. The watch is housed in a 28mm chromium-plated case and paired with a new high-quality leather NATO strap. Recently serviced by a Rolex specialist watchmaker, it is in superb running order, keeping good time—a remarkable piece of wartime history and craftsmanship.
Rolco Rolex refers to a sub-brand created by Rolex during the 1920s and 1930s. Similar to how Tudor functions today, Rolco was introduced to market more affordable timepieces while maintaining Rolex’s reputation for quality and craftsmanship. This approach allowed Rolex to cater to a broader audience during its early years. These watches often featured the same craftsmanship standards as Rolex but were aimed at a different market segment. While not as widely recognized as the main Rolex line, vintage Rolco watches are now considered collectible pieces due to their connection with Rolex’s history and very low production numbers.
The Original Dial: Private label factory signed Viceroy Selfridge. Guilloche dial with Blue steel ‘Ace of Spade’ hands featuring applied unique Arabic numerals. The dial has lovely patina and very sort after. Some marks and age related wear commensurate with daily wear, please observe photographs.
Original Crystal: Acrylic dome crystal in good condition.
Original Case: Rare 28mm Nickel steel Chromium plated cushion case with fixed bezel and lugs. Has surface scratches, pitting and tarnishing commensurate with age and every day wear. Fixed lugs are in good solid condition.
Original Case Back Cover Outer: Snap back case fits perfectly flush with a satisfying click when closed and pop when opened. Has surface scratches commensurate with age and wear. Please observe photos.
Original Case Back Cover Inner: Signed Rolex Watch Co Ltd SNOWITE Guaranteed To Stay Pure White For 20 Years (serial numbered) 73065 dating to ‘1939’ on the Rolex date register. In good condition fits perfectly flush. In good condition.
Original Movement: Signed Rolco 15 Jewels Swiss Made. In good working order recently overhauled by Rolex specialist keeping good time, running superbly.
Original Crown/Winder: Unsigned as it was on Rolco watches of the era. In good working order.
NATO Strap/Band Buckle: New good quality unauthentic aftermarket leather strap fitted to a generic steel buckle.
*Please observe photographs carefully as they form part of the description*
Please note this Rolex Rolco is over 85 years old. Shipping DHL insured registered post World wide buyer responsible for any taxes or duties due which may delay or hold up your shipment at destination port.
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